When the economy feels shaky, the instinct to pause or pull back is real, especially when you’re running a small business. But I’ve learned that slowing down your marketing during uncertain times can do more harm than good. I want to share a few thoughts on how I’ve led our team through hard seasons, what we’ve learned and how I encourage our clients to stay visible and proactive, even when the path ahead isn’t crystal clear.
Why Pausing Your Marketing Can Cost You More in the Long Run
I recently spoke with a Chapel Hill business owner who told me, “I need to hire three people. I need more space. Business is better than ever, but with the economy the way it is, it feels like a scary risk.”
That conversation stuck with me. Opening a business is a risk. Growing one is a choice, and it’s also a risk. When profit margins are thin, one or two missteps can make the difference between steady growth and falling behind. Marketing is often seen as optional, and when there are economic headwinds, business owners hesitate.
But here’s the thing: Marketing is what fuels progress. And when you pause it, you risk more than just leads. You risk momentum. Slowing progress, in my opinion, is where progress goes to die.
How Our Agency Is Adapting and What You Can Learn
In the last year, we’ve had to work harder for similar results. Our sales team has expanded its outreach funnel by 25 percent. Clients who normally say yes are hesitating, not because they don’t see value, but because they’re avoiding anything that feels optional.
We’ve brought on another sales executive to help expand our reach. We’re also rebuilding our website to drive more SEO-focused traffic and lead generation across the Triangle. There is also a focus on building online audiences through social media and email so that we can retarget clients and readers again and again – especially now that Google is indexing social content which is now a driver for SEO. And we’re leaning into content like this article because we want to be a resource for people trying to figure out how to market smartly when things are tough.
What helps? A strong, creative team. When one of us feels stuck, someone else steps up. That’s how we keep moving forward, together.
The High Cost of Standing Still: A Real-World Lesson
There was a real estate agency in our area that was once a top-three player. They were aggressive in their branding and consistent in their presence. But when COVID hit, they pulled all of their marketing.
They tried to ride the coattails of their past investment. But while they stayed quiet, five new firms entered the market with stronger tech and stronger outreach. In just a few years, they lost agents, visibility and market share. Now, as far as I know, it’s just the founder left.
McDonald’s still advertises, and it’s not because people forget who they are. It’s to stay top of mind. That’s how I think about marketing. You don’t stop training once you’re a top athlete. You work to stay there.
Proven Marketing Tactics That Still Work in a Shaky Economy
There’s no one-size-fits-all answer, but I’ve seen a few channels that are consistently effective, especially when they’re blended thoughtfully:
- Meta ads paired with strong SEO and quality branding
- Google Business Profile optimization (including pushing reviews!)
- Traditional branding products that match your target audiences – I prefer magazines because of their staying power, but you could also consider sponsoring a newsletter or targeted mailers or streaming TV, but skip the coupon shoppers
- For clients with higher budgets, Google’s Performance Max campaigns can be a great option
I also tell people this: Only create content if you’re ready to promote it. Organic reach is tiny — only about 2 percent of your social followers will see a post. So if you don’t have a plan to drive traffic through email, paid social or SEO, don’t waste your time.
Get More From Your Marketing Budget
There are smart ways to make your dollars work harder. We run an “upsize” promotion sometimes. Buy a half-page ad, and you get a full page. It’s a great way to maximize your print presence.
I also love it when clients use PR wins well. One gym owner I know recently won Best of Durham. She bought a thank-you ad in the same publication that voted her the best, turned the win into social content, added a new member offer, had her trainers talk about it in class and added the logo to her site.
In a summer month, when memberships usually dip, she added 14 new clients. Twelve of them have already converted to long-term memberships. That’s a smart use of marketing dollars.
Why Every Marketing Plan Needs Flexibility
To me, the point of any salesperson is to help translate your needs into the right product, not to pitch something that doesn’t fit.
At Triangle Media Partners, we always start with a discovery conversation. Then we bring in the right people — digital experts, content creators, designers — to help you execute. I personally hate prebuilt packages. If you wouldn’t buy a cheap pair of shoes you’ll never wear, why spend your budget on a package that doesn’t suit your goals?
Be Clear, Be Real: Transparency Builds Trust
One thing I encourage clients to do right now: Don’t be vague. Be transparent.
Tell people how your product solves a problem. Make your pricing clear. Show why it’s valuable. If someone has to dig or guess, they’ll leave. Amazon trained people to expect clarity. We need to match that.
And especially with Gen Z, this matters even more. They want to know what your product does, how it’s made, who it’s for and if it aligns with their values. They care about community and sustainability — and they’ll pay more to support brands that reflect that.
Storytelling That Connects and Converts
I’m constantly reminded how much stories matter. They show people the humans behind a brand. They make what you do feel real.
A few weeks ago, I thought about Elie Abou-Rjeileh, who owns a jewelry store in Chapel Hill. He opened in 2020 with his partner Jack, right before COVID. They made it through that, and now, in 2025, their store was completely flooded. Five feet of water ruined everything.
And yet, Elie is rebuilding. He’s rallying the business community. He’s not just fixing his store — he’s helping others navigate recovery too.
He markets locally with Chapel Hill Magazine and WCHL. He uses co-op dollars to stretch his budget. And he inspires me. That’s the power of telling your story and investing locally. And, you better believe I’m pitching his story to our editors for this fall because it is a story that deserves to be told.
Local Marketing Matters More Than Ever
I always tell our clients — you could hire any agency in the country. But we’ll see you at the grocery store.
Our team lives here. We care about this community. We want you to succeed because we’ll be celebrating your wins right alongside you.
That’s the difference local makes. It’s not just a transaction. It’s a relationship.
Final Thoughts: Don’t Pause, Pivot
If you’re feeling unsure right now, I get it. I’ve been there. I’ve cut things I didn’t want to cut. But I always come back to this: Would more revenue fix your problem?
If the answer is yes, then marketing and sales are where you need to invest. There are smart people who want to help you — whether you have a big budget or a small one.
So keep thinking creatively. Your business can’t afford to wait. Don’t shrink back. Grow stronger.
Let’s Talk Strategy, Even if Your Budget’s Tight
This article is not meant to be a sales pitch. It is to show you that your challenges are shared with many other organizations. Whether you’re ready to scale or just need a starting point, we want to help you. Our team at Triangle Media Partners is here to brainstorm with you and make your budget go further without sacrificing impact. This organization made it through the recession in 2006-2008, Covid and whatever is happening right now because we kept our focus on community building, relationships, reinvesting in our community and building valuable audiences that resonate with our content. We’d love to help you too!
Always feel free to reach out to me at Rory.Gillis@trianglemediapartners.com.
